1990'lar itibariyle mobil iletişim hayatımızda önemli bir rol oynuyor. Bugün mobil iletişim sadece konuşmanın değil, görüntülü konuşmadan da öte internet erişiminin de ana cihazı demek. Bu bağlamda akıllı telefonların önemi çok açık. Game Kudra olarak, sitemize eklediğimiz mobilitede ve akıllı telefonlardaki trendleri ele alan araştırmayı keyifle okumanızı dileriz.

1. How did our 2013 Predictions fare?
Mobile Advertising Trends

2. PREDICTION 1
Smartphone Advertising
will evolve to Smart
Advertising.
DID WE GET IT RIGHT?
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3. Brands have started to focus on Audience targeting &
engagement instead of just targeting by Platform
The Halls „Breathe to Change‟
campaign targeted youth and
leveraged „Click-to-call‟ & IVR to drive
engagement & support for a cause
My E.G. targeted DiGi
subscribers to promote their
motor insurance by offering free
talk time to users as reward
Axe launched an exclusive „Trip
to Space‟ contest through
registration form on mobile and
competition amongst audience
In 2013, we witnessed a fair number of smart & innovative mobile ad campaigns on our
network focused on increasing engagement with the target audience, based on their mobile
usage and behavior, irrespective of the mobile platform they were present on.
Source: Vserv.mobi

4. PREDICTION 2
Developers will blend InApp purchases with Ads
based revenue in parallel
DID WE GET IT RIGHT?
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5. Advertising & In-App purchases continue to grow as
preferred revenue models in 2013, while developers have
started moving away from Paid Downloads
38 %
2012
2012
Pay per download
Advertising
In-app purchases
25 %
18 %
26 %
2013
2013
19 %
33 %
32 %
34 %
Revenue models adopted by mobile app developers (%)
Freemium
84% of the top 100 highest-grossing apps in Google Play store are free. Popular apps and
games such as Zynga Poker, CSR Racing, Line messaging app have successfully devised a
suitable revenue model using in-app purchases, branded content and in-app advertising.
Source: Developer Economics, App Annie
Note: Percentages will not add up to 100% as developers could select multiple revenue models

6. PREDICTION 3
Telcos will try to get back
into the Mobile
Advertising space
DID WE GET IT RIGHT?
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7. Many leading Telcos ventured into the rapidly growing
mobile advertising opportunity with strategic partnerships
India
Singapore
Indonesia
UK
Philippines
Aus & NZ
US
EU, LATAM
Indonesia
The mobile advertising opportunity has prompted Telcos to extend partnerships or turn to inhouse development of a mobile advertising platform. Many Telcos have started relying heavily
on partners to gain expertise and build a strong position in the mobile advertising space.

8. PREDICTION 4
Windows Phone 8
will not stop
Android‟s “mass market”
smartphone momentum
DID WE GET IT RIGHT?
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9. Android continued to gain mass adoption as it
crossed 80% of world‟s smartphone market share
Share of Global Smartphone Sales to End Users by Operating System (%)
Others
BlackBerry
Windows Phone
iOS
Android
1Q12
2Q12
3Q12
4Q12
1Q13
2Q13
3Q13
Oct‟12
Windows Phone 8 launch
Stringent hardware spec requirements at the launch of Windows Phone 8 limited its mass
adoption. Since the growth in smartphone market is projected to come from emerging countries,
Windows Phone devices are now being made available at the entry level segment as well to
entice masses.
Source: Gartner

10. PREDICTION 5
Consumer‟s mobile
lifestyle will allow Brands
to converge advertising,
distribution &
transactions!
DID WE GET IT RIGHT?
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11. Mobile is TURBO CHARGING the 4Ps of MARKETING
Product introduction, decision process and actual purchases are happening now at consumer‟s
fingertips. Marketers have started integrating Mobile in the overall media mix facilitating
advertising, distribution and transaction through the same channel. Lines between advertising,
distribution and transactions continue to blur.
Source: Google Play

12. Author
Dippak Khurana
CEO & Co-Founder, Vserv.mobi
dippak@vserv.mobi
As the CEO and Co-founder of Vserv.mobi,
Dippak plays a central role in today‟s
mobile ecosystem working with Telecom
providers, Mobile Content companies, App
Developers, Publishers and Advertisers. As
an Internet & Mobile industry veteran,
Dippak has successfully played key roles in
making revolutionary introductions in this
space in the last two decades.